This document outlines guidelines for digital advertising in regulated and non-regulated categories. For non-regulated categories, digital ads are generally post-screened, meaning they do not require pre-approval but can be reviewed after a complaint. For regulated categories like alcohol and medicines, some digital ads require pre-screening and approval if they contain certain claims around volume, exclusivity, comparisons, or product performance. The document provides details on requirements for pre-screening versus post-screening, conditions where above-the-line approved ads can be reused digitally without separate approval, and handling of user-generated content and testimonials.

1. Digital Guidelines for Non-Regulated Categories and Regulated Categories
Non-Regulated Categories Regulated Categories
(5 Categories: Alcohol Beverages, OTC medicines, Food/Health
Supplements, products under the Milk Code, Airline & other carriers
promo fares)
Post-Screened Pre-Screened Post-Screened Pre-Screened
PAID
- An advertising or
communication
material that is
commissioned by
an Advertiser/
Agency and is paid
for a commercial
purpose or goal.
Payment may be
in cash or kind,
direct or indirectly
Examples: ads
paid in Google
Adwords, FB
banners,etc
Digital ads are generally post
screened
Digital ads for consumer
promotions do not require pre-
screening.
However, if a complaint is filed
against said promo ad material or
if the material is monitored by
ASC (moto propio), then the ad is
subject to post-screening. (Refer
to Rule V, Sec 1 & Rule VII, Sec
2.2.4)
Notes on Post-Screening of Ads:
1. There is no prescription period
for complaints on post-
screened ads.
2. The post-screening panel can
question any claim outside the
original complaint.
3. If in the process of post-
screening, the material was
found to be in violation, a CDO
will be issued. Moreover, if the
material should have
undergone pre-screening but it
did not do so, a penalty (based
on our pre-screening penalty
a. With No. 1 claim (volume/value
based on immediate past 12
months’ cumulative data)
b. With the following product or
service claim/s that need/s to be
substantiated:
i. With exclusivity claim
ii. With comparative claim
iii. With superiority claim
iv. With absolute claim
c. With direct/ brand-identified
comparison on categories where
such comparison is allowed:
i. Automotive vehicles
ii. Consumer durables such as
but are not limited to
appliances, audio-visual
equipment, electronic gadgets
iii. Airline and Shipping Lines
iv. Musical instruments,
entertainment equipment
v. Mobile products like cellular
handsets, tablets, laptops and
netbooks
d. With sexy tones, exposure of
human body/ parts, similar
subject or execution (refer to
Annex 3 Technical Guidelines,
Art. I, Sec. 4)
e. With tones of violence or similar
subject or execution such as but
1. Greetings with brand mention
provided these follow /are
compliant with government
regulations and have no
product claims
2. Countdowns and time checks
with brand mention provided
these follow /are compliant
with government regulations
and have no product claims
3. Announcements of concerts or
special events with brand
mention provided these
follow/are compliant with
government regulations and
have no product claims
4. Promotions that do not give
out any reward/prize or
incentive in exchange for a
specific consumer action or
decision.
Notes on Post Screening of Ads:
1. There is no prescription period
for complaints on post-
screened ads.
a. With No. 1 claim (volume/value
based on immediate past 12
months’ cumulative data)
b. With the following product or
service claim/s that need/s to be
substantiated:
i. With exclusivity claim
ii. With comparative claim
iii. With superiority claim
iv. With absolute claim
c. With direct/ brand-identified
comparison on categories where
such comparison is allowed:
i. Automotive Vehicles
ii. Consumer durables such as
but are not limited to
appliances, audio-visual
equipment, electronic gadgets
iii. Airline and Shipping Lines
iv. Musical instruments,
Entertainment Equipment
v. Mobile products like Cellular
handsets, Tablets, Laptops
and Netbooks
d. With sexy tones, exposure of
human body/ parts, similar
subject or execution (refer to
Annex 3 Technical Guidelines; Art.
I, Sec. 4)
e. With tones of violence or similar
subject or execution such as but

2. Digital Guidelines for Non-Regulated Categories and Regulated Categories
schedule) will be imposed
(refer to Annex 5 ASC
Penalties)
are not limited to explosives and
other dangerous products (Art. I,
Sec. 5)
Above-the-line (ATL) materials like
TV, radio, print and non-broadcast
materials as outdoor, cinema ads
which have been given clearance to
air/publish/display can be used in
the digital space and will not require
separate application/ clearance,
under the following conditions:
1. The identical material is posted or
used on digital media;
2. The use of the approved ATL
material in digital media is within
the ATL material’s validity period.
3. The ATL’s Reference Number is
included in the digital post (either
in caption or description box)
4. The digital material is not identical
to but makes use of copy and
visuals AS HOW THESE WERE
USED in a previously approved
ATL material, provided that the
new digital material does not
contain any other new claims that
require pre-screening
2. The post-screening panel can
question any claim outside the
original complaint.
3. If in the process of post-
screening, the material was
found to be in violation, a CDO
will be issued. Moreover, if
the material should have
undergone pre-screening but
it did not do so, a penalty
(based on our pre-screening
penalty schedule) will be
imposed (refer to Annex 5 ASC
Penalties).
are not limited to explosives and
other dangerous products (Art. I,
Sec. 5)
f. With product or service
performance claims (ingredient,
action, benefit/ promise)
g. Promotions with chance to win
prizes or have purchase
requirement (except airlines
promo fare)
Above-the-line (ATL) materials like
TV, radio, print and non-broadcast
materials as outdoor, cinema ads
which have been given clearance to
air/publish/display can be used in the
digital space and will not require
separate application/clearance,
under the following conditions:
1. The identical material is posted or
used on digital media;
2. The use of the approved ATL
material in digital media is within
the ATL material’s validity period.
3. The ATL’s Reference Number is
included in the digital post (either
in caption or description box)
4. The digital material is not identical
to but makes use of copy and
visuals AS HOW THESE WERE
USED in a previously approved ATL
material, provided that the new
digital material does not contain
any other new claims that require
pre-screening

3. Digital Guidelines for Non-Regulated Categories and Regulated Categories
Non-Regulated Categories Regulated Categories
( (5 Categories: Alcohol Beverages, OTC medicines, Food/Health
Supplements, products under the Milk Code, Airline & other carriers
promo fares)
Post-Screened Pre-Screened Post-Screened Pre-Screened
OWNED-
Advertising or
communication
materials with
content owned in
entirety or
created by the
business of the
Advertiser/Agency
Examples: content
featured in
Company’s
websites - eBooks,
free whitepapers,
blog posts, other
social media sites
Digital Media –
Refers to
materials directed
to general
audience or public
and not to specific
trade or
professional
group.
Digital ads are generally post-
screened
Digital ads for consumer
promotions do not require pre-
screening.
However, if a complaint is filed
against said promo ad material or
if the material is monitored by
ASC (moto propio), then the ad is
subject to post-screening. (Refer
to Rule V, Sec 1 & Rule VII, Sec
2.2.4)
Notes on Post Screening of Ads:
1. There is no prescription period
for complaints on post-
screened ads.
2. The post-screening panel can
question any claim outside the
original complaint.
3. If in the process of post-
screening, the material was
found to be in violation, a CDO
will be issued. Moreover, if the
material should have
undergone pre-screening but
did not do so, a penalty (based
on our pre-screening penalty
a. With No. 1 claim (volume/value)
b. With the following product or
service claim/s that need/s to be
substantiated:
i. With exclusivity claim
ii. With comparative claim
iii. With superiority claim
iv. With absolute claim
c. With direct/ brand-identified
comparison on categories where
such comparison is allowed:
i. Automotive vehicles
ii. Consumer durables such as
but are not limited to
Appliances, Audio-visual
Equipment, Electronic
Gadgets
iii. Airline and Shipping Lines
iv. Musical instruments,
Entertainment Equipment
v. Mobile products like Cellular
handsets, tablets, laptops and
netbooks
d. With sexy tones, exposure of
human body/ parts, similar
subject or execution (refer to
Annex 3 Technical Guidelines,
Art. I, Sec. 4)
e. With tones of violence or similar
subject or execution such as but
are not limited to explosives and
1. Greetings with brand mention
provided these follow /are
compliant with government
regulations and have no
product claims
2. Countdowns and time checks
with brand mention provided
these follow /are compliant
with government regulations
and have no product claims
3. Announcements of Concerts or
Special Events with Brand
Mention provided these follow
/are compliant with
government regulations and
have no product claims
4. Promotions that do not give
out any reward/prize or
incentive in exchange for a
specific consumer action or
decision.
Notes on Post Screening of Ads:
1. There is no prescription period
for complaints on post-
screened ads.
a. With No. 1 claim (volume/value)
b. With the following product or
service claim/s that need/s to be
substantiated:
i. With exclusivity claim
ii. With comparative claim
iii. With superiority claim
iv. With absolute claim
c. With direct/ brand-identified
comparison on categories where
such comparison is allowed:
i. Automotive Vehicles
ii. Consumer durables such as
but are not limited to
Appliances, Audio-Visual
Equipment, Electronic
Gadgets
iii. Airline and Shipping Lines
iv. Musical instruments,
Entertainment Equipment
v. Mobile products like Cellular
handsets, Tablets, Laptops
and Netbooks
d. With sexy tones, exposure of
human body/ parts, similar
subject or execution (refer to
Annex 3 Technical Guidelines;
Art. I, Sec. 4)
e. With tones of violence or similar
subject or execution such as but
are not limited to explosives and

4. Digital Guidelines for Non-Regulated Categories and Regulated Categories
schedule) will be imposed on
the Advertiser/Agency (refer to
Annex 5 ASC Penalties).
4. The Advertiser has the ultimate
and final responsibility and
ownership of the material in
question
5. Complaint can be filed on a
digital advertising material by a
direct or indirect competitor or
any party of interest.
other dangerous products (Art. I,
Sec. 5)
Above-the-line (ATL) /broadcast
materials like TV, radio, print and
non-broadcast materials like outdoor
and cinema ads that have been
previously given clearance to
air/publish/display can be used in
digital media and will not require
separate application/clearance,
under the following conditions:
1. The identical advertising material
is posted on digital media;
2. The use of the approved ATL
material in digital media is within
the ATL material’s validity period.
3. The ATL’s Reference Number is
included in the digital post (either
in caption or description box)
4. The digital material is not identical
to but makes use of copy and
visuals AS HOW THESE WERE
USED in a previously approved
ATL material, provided that the
new digital material does not
contain any other new claims that
require pre-screening
2. The post-screening panel can
question any claim outside the
original complaint.
3. If in the process of post
screening, the material was
found to be in violation, a CDO
will be issued. Moreover, if
the material should have
undergone pre-screening but
did not do so, a penalty (based
on our pre-screening penalty
schedule) will be imposed
(refer to Annex 5 ASC
Penalties).
4. The Advertiser has the
ultimate and final
responsibility and ownership
of the material in question
5. Complaint can be filed on a
digital advertising material by
a direct or indirect competitor
or any party of interest.
other dangerous products (Art. I,
Sec. 5)
f. With product performance claims
(ingredient, action, benefit/
promise)
g. Promotions with chance to win
prizes or have purchase
requirement (except airlines &
other carriers promo fare)
Above-the-line (ATL)/broadcast
materials like TV, radio, print and
non-broadcast materials like outdoor
and cinema ads which have been
previously given clearance to
air/publish/display can be used in
digital media and will not require
separate application/clearance,
under the following conditions:
1. The identical advertising material
is posted on digital media;
2. The use of the approved ATL
material in digital media is within
the ATL material’s validity period.
3. The ATL’s Reference Number is
included in the digital post (either
in caption or description box)
4. The digital material is not identical
to but makes use of copy and
visuals AS HOW THESE WERE
USED in a previously approved
ATL material, provided that the
new digital material does not
contain any other new claims that
require pre-screening

5. Digital Guidelines for Non-Regulated Categories and Regulated Categories
Non-Regulated Categories Regulated Categories
((5 Categories: Alcohol Beverages, OTC medicines, Food/Health
Supplements, products under the Milk Code, Airline & other carriers
promo fares)
Post-Screened Pre-Screened Post-Screened Pre-Screened
USER /3rd
PARTY
GENERATED
CONTENT (e.g.
ABS-CBN,
Coconuts,
Rappler)/
KEY ONLINE
INFLUENCERS
(KOL)
UGCs do not require pre-
screening.
However, if the Advertiser/
Agency turns the consumer
comments/posts, including
testimonials, into an
advertisement that contains
product/service performance
claims and/or is branded, and a
complaint is filed against said
material or is monitored by ASC
(moto propio), then the ad is
subject to post-screening. (Refer
to Rule V, Sec 1 & Rule VII, Sec
2.2.4)
Notes on Post Screening of Ads:
1. There is no prescription
period for complaints on post-
screened ads.
2. The post-screening panel can
question any claim outside
the original complaint.
3. If in the process of post-
screening, the material was
found to be in violation, a CDO
will be issued. Moreover, if
UGCs do not require pre-
screening.
However, if the advertiser/
agency turns the consumer
comments/posts, including
testimonials, into an
advertisement that contains
product/service performance
claims and/or is branded, and a
complaint is filed against said
material or is monitored by ASC
(moto propio), then the ad is
subject to post-screening. (Refer
to Rule V, Sec 1 & Rule VII, Sec
2.2.4)
Notes on Post Screening of Ads:
1. There is no prescription
period for complaints on
post-screened ads.
2. The post-screening panel can
question any claim outside the
original complaint.
3. If in the process of post-
screening, the material was
found to be in violation, a CDO
will be issued. Moreover, if

6. Digital Guidelines for Non-Regulated Categories and Regulated Categories
the material should have
undergone pre-screening but
did not do so, a penalty (based
on our pre-screening penalty
schedule) will be imposed
(refer to Annex 5 ASC
Penalties).
4. Article V Section 4-g:
“Testimonials based solely on
subjective judgement are
allowed provided that they
are not presented as
statements of fact. When such
testimonials include specific
claims regarding product or
service performance, these
claims should be supported
with independent evidence on
the accuracy of, or consistent
with, the actual product or
service performance.”
5. Article V Section 4-h.2
Additional on Testimonials
the material should have
undergone pre-screening but
did not do so, a penalty (based
on our pre-screening penalty
schedule) will be imposed
(refer to Annex 5 ASC
Penalties).
4. Article V Section 4-g:
“Testimonials based solely on
subjective judgement are
allowed provided that they
are not presented as
statements of fact. When such
testimonials include specific
claims regarding product or
service performance, these
claims should be supported
with independent evidence on
the accuracy of, or consistent
with, the actual product or
service performance.”
5. Article V Section 4-h.2
Additional on Testimonials

7. Digital Guidelines for Non-Regulated Categories and Regulated Categories
DEFINITION OF TERMS:
EXCLUSIVITY CLAIM is a claim to be the only product or service to provide or deliver said attribute/ property/ feature
COMPARATIVE CLAIM is claiming advantage over another brand or service, previous formulation/properties or set of products. This claim must always be properly
qualified as to what it compares itself against.
SUPERIORITY CLAIM means a product or service is above and better than ALL other competitors in the category in all material respects, mainly when it comes to
product performance or service delivery.
ABSOLUTE CLAIM is a claim that promises a guarantee of full delivery in product performance at all times
Examples
 Tiyak na masarap
 Sure win
 No wetness guaranteed
 Sigurado ang balik ng pera mo!
PRODUCT CLAIM is as a word, phrase, statement or visual presentation that refers to an action, performance, quality or benefit to be gained from a product or service.
This can be mention of ingredients, pricing, origin, etc.